A lot of people know Flits as the brand that innovated an elaborate customer account page. Order history, saved addresses, one-click social login, recently viewed and wishlist products all sitting in one clean dashboard on your Shopify store. That's fair. It's what we built our name on, and it's still one of the things we do best.
But that's not the whole story. It never was.
How It Started: The Year of 2017
We launched in 2017 with one mission: give Shopify merchants a better account dashboard. At the time, most Shopify stores treated the account page as an afterthought, a plain screen with order history and not much else. We thought merchants deserved better, and so did their customers.
So we built a dashboard that actually felt like part of the brand experience, rather than a leftover corner of the store.
The Part Where Things Quietly Started To Change: The Year of 2018
A year later, merchants started using loyalty, wishlist, and social login right there in the same dashboard. Loyalty wasn't a separate launch or a big announcement. It just showed up, quietly, as one more thing the account page did well.
For years, that's how it stayed:
- Points and referrals, sitting on the same page as order history and saved addresses
- Used by thousands of merchants, running quietly in the background
- Almost invisible next to a product as visible as the account page
If you only ever heard "customer account page," this is exactly why. Loyalty was there. It just wasn't the headline. It was doing real work in the background while the account page got the credit out front.
That's a strange position to be in, if you think about it. We were quietly running loyalty programs for merchants across dozens of countries, and the market still thought of us as a customer account page tool with some nice extras.
We didn't correct that story much, honestly. We were too busy building. In retrospect, we should have. Recently, at an event, we heard it again in conversation after conversation. People know the account page. They don't know what else we do, or how long we've been doing it.
So Here's What Changed For Flits
And why now feels like the right time to say it out loud.
Loyalty and Wishlist aren't just simple features anymore. They're full-blown products in their own right, built with the same depth you'd expect from a dedicated Shopify loyalty platform or a dedicated Shopify wishlist app for brands like yours.
Loyalty Program
Loyalty now covers points, VIP tiers, referrals, and rewards, but also makes loyalty something personal to the brand running it:
- Built around how a specific brand wants to treat its best customers
- Not a generic rewards checklist, but a program shaped to fit
Wishlist does more than let shoppers save what they want:
- Works as a retention engine for merchants who found it hard to catch customer intent at the right moment
- Shoppers get notified when saved items are back in stock
- Merchants get analytics that show what customers actually want and don't yet have
A merchant can pick either one on its own, without touching anything else we do. You don't need the account page to run loyalty with us anymore, and you don't need loyalty to run wishlist. Each one stands up by itself.
The Account Page Hasn't Gone Anywhere
It's still there, still doing its job, now as a personalized account. Open it today, and you'll find
- Loyalty points
- Order history
- Store credit
- Saved wishlist items
- Referrals
All in one place a customer actually visits instead of an inbox full of emails they'll never open. That's the part of our story that hasn't changed.
We still believe the account page is the best real estate a Shopify store has for building a real relationship with a customer, and we've spent years proving that with the merchants who use it.
We Stopped Building Alone
Along the way, we stopped building in isolation. Today Flits connects with 50+ tools merchants already run: apps like Klaviyo for email, Salesforce for CRM, and Shopify POS and Shopify Flow for in-store and automation workflows. Loyalty and wishlist data doesn't sit in a silo. It flows into the rest of the stack a brand depends on.
We opened a partner program too, for agencies and app builders who wanted to bring Flits into the stores they work on, instead of us being the only ones building it in. What started as one team shipping one dashboard turned into an ecosystem other people build on top of.
Where We Stand Today (The Honest Version)
We started as the team that got the customer account page right. Loyalty was in the room from early on, quietly earning its place for years before it got to stand on its own. Now it does, alongside Wishlist, alongside everything that still lives inside that one account page. We didn't become a Shopify retention platform overnight. We were one for a long time before we said so.
Over 5,000 merchants around the world already run on Flits, across more than 100 countries, from fashion to wellness to beauty. Some came for the account page. Some came for loyalty. A growing number are discovering they don't have to choose, because all of it works together, and all of it can also work apart.
If the last time you looked at Flits was for the account page, it's worth another look. We've grown into something bigger than what most people remember, and we're just getting started on telling that story properly.
